12 Steps to a Successful PR Campaign (Your book lists 8!) Planning 12 Steps to a Successful PR Campaign (Your book lists 8!)

Planning Meticulous planning is essential in executing a successful public relations campaign or task. Strategic planning helps you (or your organization) discover where you need to go, what route to take and what methods of “transportation” work best.

1. Research Research is at the core of any PR activity. Research allows you to be aware of everything externally and internally that can impact your campaign.

2. Define Situation SWOT Analysis Strengths Weaknesses Opportunities Threats

Define Situation Examine the external environment with a PEST Analysis Politically Economically Socially Technologically

3. Objectives Clearly define the objectives (goals/outcomes/results) of your PR campaign or task -- what do you hope to accomplish

SMART Objectives Specific: clearly defined and comprehensible Measurable: can each objective be measured in the evaluation Achievable: considering other factors (budget, timeframe, environment), are results within reach Realistic: considering resources, are the results realistic Time: when should the objectives be reached

Management by Objective MOB includes: client/employer objectives audience/publics audience objectives media channels media channel objectives

Management by Objective sources and questions communication strategies essence of the message nonverbal support

4. Identifying Publics/Audience Who is crucial and relevant to your campaign? latent publics: groups that face a problem/challenge and fail to recognize it aware publics: groups that recognize a problem exists active publics: groups that are doing something about the problem/challenge

5. Identifying Stakeholders Employees Identified Publics Suppliers Senior Executives Investors Others

6. Key Message Every PR campaign needs a clear, concise and readily understood set of messages that forms the main thrust of communication. essential part of the attitude forming process Demonstrate the effectiveness of the communication Key messages must not cross over or conflict!

7. Strategy Strategy and tactics are not the same thing! Strategy is the theory on which tactics are built. Strategy is the overlying mechanism of a campaign from which the tactics are deployed to meet the objectives.

7. Strategy Ketchum’s Strategic Planning Model for Public Relations: Facts: Category facts Product/service issues Competitive facts Customer facts

7. Strategy Goals: Business objectives Role of public relations Sources of new business

8. Tactics PR professionals have lots of tools -- use ones that are appropriate and effective: Media Relations Lobbying Events Interviews Presentations Promotions/Contests Newsletters/Publications

8. Tactics Video News releases Press Conferences Op/Ed Pieces Podcasts Stunts Websites Consultations Blogs

9. Time Frame A well-planned calendar helps staff and message stay on target.

10. Budget A realistic budget is essential in helping assure success: Operating costs: distribution, administrative, travel, production, seminars Human costs: overheads, expenses, salaries Equipment:

11. Crisis Management Plan Assess risk and plan to deal with it

12. Evaluation Evaluation should be realistic credible specific meets client and employers expectations